NEWS22 November 2023

Barb sets out timescales for CFlight testing and launch

Innovations Media News UK

UK – Television audience measurement body Barb has set out a timetable for its upgrade to its traded audiences assessment platform CFlight.


CFlight, which was launched in beta in March 2022 covers 14 widely-used traded audiences to help advertising buyers assess campaign performance, and will come under Barb governance from January 2024.

Barb said that this month Channel 4, ITV and Sky began providing traded-audiences data for entry into CFlight and will then test the campaign results alongside audience measurement firm RSMB.

The testing programme will be expanded in January to members of the Institute of Practitioners in Advertising’s TV Research Action Group, before extending to all CFlight users in February ahead of a full launch in March.

Barb has also appointed Luca Vannini to the new position of head of campaign audiences from February 2024, where he will be responsible for leading the delivery and development of Barb’s total campaign reporting across linear and video on demand (VOD) services through CFlight and the pre-planning platform Advanced Campaign Hub.

Vannini will also manage the Total Campaign Reporting Group, a joint-industry team to oversee the delivery, future service development and maintaining agreed standards for CFlight and the Advanced Campaign Hub.

Luca joins Barb from PAMCo, where he was research director, having formerly held positions at research companies Toluna and Ipsos.

Justin Sampson, Barb’s chief executive, said: “Reporting campaign delivery against all the major trading audiences is a big step forward, providing advertisers and agencies with even greater accountability for their investment in advertising on linear and VOD services.

“Luca’s extensive experience in joint-industry media measurement makes him a great addition to the Barb team.”